Spending on Mother’s Day is set to hit $1 billion this year, which is virtually unchanged from a year ago despite tighter household budgets.
The data comes from a survey by the Australian Retailers Association (ARA) and Roy Morgan, which also revealed that 30 per cent of Australians are planning to celebrate Mother’s Day, which equates to 7 million people.
While that’s 2.7 million fewer people than 2024, the projected average spend is up from $102 last year to $141 this year.
Around 9 per cent of Australians are planning to spend on clothing and shoes, with a larger portion of Mother’s Day spending going towards florists (37 per cent), food and beverages (20 per cent), and restaurants (10 per cent).
Other popular gifts include gift vouchers (10 per cent), personal care items 10 per cent) and house-related gifts such as homewares and gardening hardware (7 per cent).
ARA chief industry affairs officer Fleur Brown said despite Aussies tightening their purse-strings, Mother’s Day remains a sweet spot on the annual retail calendar.
“The past few years of high interest rates and sky-high business costs have hit discretionary retailers hardest, and it’s special spending events like Mother’s Day that help keep the sector resilient,” Brown said said.
“We’ve also seen Australians lean in and get together around these special events during even the toughest of times.
“This year has seen a significant shift in Mother’s Day spending patterns, which can partially be attributed to the latest Easter in five years which has impacted planning.
“In this year’s data we can also see the demographics that are feeling the impact of the cost-of-living pressures which are the under 35’s and 35 to 49-year-olds who carry the greatest interest rate pressures.
“Nevertheless, overall it’s a strong result in a tough economic landscape.”
In the under 35’s, there are 2 million fewer spending on Mother’s Day this year compared to 2024, down 65 per cent.
Spending across those aged between 35 and 49 is down 54 per cent, dropping by 1.3 million participants.
Meanwhile, 50 to 64-year-olds are almost unchanged at 1.4 million participants.
And seniors' participation (65 and up) has doubled to 1.4 million participants.